Can you briefly introduce La Brigade and its concept?
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La Brigade is the first tailor-made bistro reinvented in a street food style in France. The concept was launched in 2013 by two friends passionate about grilled meat, first with a food truck and then with restaurants. Build-your-own trays, a playful tasting experience, colorful restaurants, and a relaxed atmosphere: everything has been designed to offer our customers a unique experience.

Today, La Brigade has more than ten restaurants and is preparing for national expansion, with franchise openings starting in 2025.

What is your role within the company, and what are your main challenges on a daily basis?

I oversee the development of the network and the strategy for opening new locations. My role is to support our franchisees in making their restaurants a success, from selecting the right site all the way through to opening.
One of our main challenges is choosing the right locations, ones that can capture steady customer traffic and align well with our brand offer.

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How did you previously assess the attractiveness and potential of a location?
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Before MyTraffic, our approach relied heavily on field scouting, general market studies, and above all, the intuition and field experience of our teams. We analyzed the competition, the immediate environment, and carried out repeated site visits to measure a location’s attractiveness. We also looked at neighboring businesses’ turnover.

What were the main difficulties with these methods?

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We lacked reliable insights into foot traffic, as we didn’t have access to objective and up-to-date data.

How has MyTraffic helped you overcome these challenges?

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MyTraffic has given us access to precise, data-driven insights into what’s happening around our restaurants. We can now analyze real pedestrian flows and make more objective decisions.

Which key indicators have you been able to improve or monitor more effectively thanks to the platform?

• Pedestrian traffic
• The presence (or absence) of “good neighbors”: brands similar to ours that share our target customers
• Heat maps, to understand who our visitors are, where they come from, and where purchasing power is located
• The overall attractiveness of a catchment area

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How has MyTraffic allowed you to go deeper in your analyses?

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The platform has helped us make our analyses more objective, structure our studies by systematically comparing the same parameters, and also benefit from very visual and easy-to-use maps generated directly from the tool.

Which MyTraffic features are the most useful for you on a daily basis?

Analyzing pedestrian traffic over time (by day, hour, and month-to-month evolution) is essential. We also use catchment area mapping extensively to understand how far a store really draws. Finally, the ability to visualize comparable brands on the territory gives us an at-a-glance overview of their positioning.

Would you recommend MyTraffic to other retailers, and if so, why?

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Yes, without hesitation. MyTraffic allows us to base critical decisions on real data rather than on impressions. It’s a tool that brings responsiveness and precision: in just two minutes, without traveling, you can form an objective opinion about a location. That said, it’s complementary and does not replace on-the-ground field studies.

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👉 Want to learn more about La Brigade’s unique concept and follow their journey? Visit their website www.labrigade.fr and follow them on Instagram La Brigade for the latest updates and tasty inspirations.

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